10 Things to Know About Marketo + B2B Marketing
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Marketers face many challenges when navigating today’s environment: the complexity of MarTech stacks, the ever-increasing number of digital channels, a shift in the engagement landscape, and the expectation for marketing to drive business impact. Marketo helps marketers drive business growth by personalizing complex buyer journeys and uniquely aligning marketing and sales teams across every channel through an omnichannel, all-bound approach. The intent is to give the marketer an operating system to orchestrate the entirety of all marketing activities. You'll learn Marketo's secrets to: - Why nearly 5,000 customers leverage the solution every day - Leveraging its unrivaled suite of marketing applications to help B2B marketers plan, engage, and measure throughout the entire journey, globally - An open and expansive ecosystem and how it allows for further innovation
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10 Things to Know About Marketo + B2B Marketing
- 2. 10 Things to KnowAbout Marketo + B2B Marketing Gurdeep Dhillon, Head of Global Demand Generation Ashley Eleveld, Enterprise Demand Generation Manager
- 3. Meet the Speakers 3 Gurdeep Dhillon Speaker Head of Global Demand Generation Ashley Eleveld Moderator EnterpriseDemand Gen Manager
- 4. Housekeeping • This webinar is being recorded! Slides and recording will be sent to you once the webinar concludes • Have a question? Use the chat box and we’ll answer your questions after the webinar • Posting to social media? Use our hashtag #mktgnation
- 5. 10 Things to Know About Marketo and B2B Marketing
- 6. Alsoknownas… CONFESSIONS OF A REFORMED B2B MARKETER
- 7. 7Proprietary and Confidential | © Adobe, Inc. The Top 10 Thingsto Know About Marketo and B2B Marketing 5 Account Based Marketing4 Agility321 Reporting &Analytics Business Impact Enterprise Class 109876 Marketing NationNurture Demand Capture Ecosystem Digital Marketing
- 8. #1 B2B MARKETERS WHO USE MARKETO MAKE REAL BUSINESS IMPACT
- 9. 9Proprietary and Confidential | © Adobe, Inc. Marketo Moves the Business Forward • Unrivaledrevenuecreation • Fastersalescycles • CentersofExcellencepowerglobalexpansion • Consistentandmeaningfulcustomerexperiences SalesSourcedMarketingSourced AVERAGE DAYS TO CLOSE MARKETING SOURCED NEW BUSINESS IN 2018 2.5x
- 10. #2 MARKETO IS TRANSFORMING ATTRIBUTION
- 11. 11Proprietary and Confidential | © Adobe, Inc. ChangingPerceptions of Attribution
- 12. 12Proprietary and Confidential | © Adobe, Inc. Lead Gen Optimization
- 13. - Master Yoda “The greatest teacher, failure is.”
- 14. #3 MARKETO IS IS A SCALABLE, ENTERPRISE-CLASS SOLUTION FOR B2B MARKETERS
- 15. 15Proprietary and Confidential | © Adobe, Inc. 5,000+ Customers Across All MajorIndustries
- 16. #4 THE MOST AGILE MARKETERS IN THE WORLD USE MARKETO
- 17. What if… You could spend 10%of your time creatingnewprograms and 90%cloning existingprogramsfrom a Centerof Excellence? You could send emailsthe sameday you requestthem? You could optimize your audiences and assetsinstead of modifying campaigns? You could be constrained only by your creativecapacity and not your MarTech?
- 18. #5 MARKETO HELPS DELIVER INTELLIGENT ACCOUNT- BASED MARKETING (ABM)
- 19. 19Proprietary and Confidential | © Adobe, Inc. Account-Based Everything Digital (Search,Social, Retargeting,more) Marketing,BusinessDevelopment,Sales,Customer Success Events INBOUND OUTBOUND WebPersonalization Direct MailEmail OPPORTUNITIESTARGET ACCOUNTS
- 20. 20Proprietary and Confidential | © Adobe, Inc. ABM Execution Matrix ACCOUNTPROFILING(MARKETO) A B C BEHAVIORSCORE (MARKETO) A HighBidDigitalDemoAds 1st PriorityDirectMail CallFirst VIP Events MedBid DigitalDemoAds 2nd PriorityDirectMail CallNext HighTouchEvents LowBidDigitalDemoAds NoDirectMail CallLast LowTouchEvents B HighBidDigitalDemoAds 2nd PriorityDirectMail CallNext HighTouchEvents MedBid DigitalDemoAds 2nd PriorityDirectMail CallNext HighTouchEvents LowBidDigitalEduc. Ads NoDirectMail CallLast LowTouchEvents C HighBidDigitalEduc. Ads NoDirectMail CallLast LowTouchEvents MedBid DigitalEduc.Ads NoDirectMail CallLast LowTouchEvents LowBidDigitalEduc. Ads NoDirectMail CallLast LowTouchEvents
- 21. #6 MARKETO DELIVERS TIMELY, HELPFUL CONTENT WITH NURTURE
- 22. 22Proprietary and Confidential | © Adobe, Inc. Nurture is the Foundation for Meaningful Engagement Welcome Reactivation Vertical C-Level Default NURTURETRACKSAT MARKETO “Comeonin.Makeyourself athome.” “Wemissyou.Comeback!” “Ohhhh,you’reabanker. Sweet.” “Weknowyou’retoobusy so we’ll only sendyouthe importantstuff.” “Wecan’tfityouinoneof theother buckets soyou’rein thisone.”
- 23. #7 MARKETO MAKES IT POSSIBLE TO CAPTURE ALL EXISTING DEMAND
- 24. 24Proprietary and Confidential | © Adobe, Inc. A commitmentto finding and capturing all existing demand and then dispositioning those leads to sales at the highest possible velocity. This is a divergent demand motion than lead generation and requires different tactics, content, and follow up. SOURCES OF DEMAND CAPTURE SEO SEM Analyst Reports Intent Data ContentSyndication ReviewPlatforms Demand Capture? What is
- 25. 25Proprietary and Confidential | © Adobe, Inc. How Intent Data Powersa Demand Capture Strategy SURGEBYCATEGORY: • Competitive • Solutionoriented • Productoriented • TopicTotal MARKETING AIRCOVER SALES OUTBOUND CRM UPDATE DIRECT MAIL DIGITAL By topic/ category surge EMAIL By topic/ category surge WEB PERSONALIZATION By topic/ category surge WHITESPACE COMPLETION At surging Accounts SALES PLAYS
- 26. #8 THE ECOSYSTEM SURROUNDING MARKETO MAKES B2B MARKETERS EVEN MORE POWERFUL
- 27. 27Proprietary and Confidential | © Adobe, Inc. ConnectWith Apps and Services Allin OnePlace • Partner Overview • Company Qualifications and Offerings • Reviews • Documentation • Media and Resources • Product Demonstrations • Contact Information EVERYTHING AT YOUR FINGERTIPS
- 28. 28Proprietary and Confidential | © Adobe, Inc. OurMarketoEcosystemToday PLAN ENGAGE MEASURE REACH ENGAGEMENT ADVOCACY PLATFORMINNOVATION
- 29. #9 MARKETO IS A HUB FOR DIGITAL MARKETING
- 30. 30Proprietary and Confidential | © Adobe, Inc. Digital Marketing with Marketo • Personalized media execution • Customer journey mapping • Bridge the online - offline gap • Measure success and optimize Analytics & Big Data Online Ads & Campaigns Social Media Top of the Funnel Lifecycle MarketingVideo Marketing Customer Data Mobile Marketing Events & Webinars Content Marketing
- 31. #10 THE MARKETING NATION IS A FORCE OF NATURE
- 32. 32Proprietary and Confidential | © Adobe, Inc. The Marketing Nationby the Numbers THE FEARLESS 50 MARKETO CHAMPIONS ADVOCATE NATION MUGS GLOBALLY 68 470k 110 3,500 “Marketo,you’remyrideordie. I can’tthankyouenoughforthis career Ilove. #MKTGNation” Kimi Corrigan Head of Marketing Operations at CiscoDuo Security @kimikay
- 33. 33Proprietary and Confidential | © Adobe, Inc. The Top 10 Thingsto Know About Marketo and B2B Marketing 5 Account Based Marketing4 Agility321 Reporting &Analytics Business Impact Enterprise Class 109876 Marketing NationNurture Demand Capture Ecosystem Digital Marketing
Notes de l'éditeur
- We all know it’s hard work to build your strategy, grow pipeline, and drive revenue, so understanding ROI across your marketing channels and campaigns is a top priority. However, tying your marketing activities to meaningful business results continues to be a huge challenge. In fact, 77% of global B2B marketing decision makers say their top marketing concern is the lack of ability to measure results. (Forrester, Global Technographics Marketing Survey 2017) Many marketing teams simply don’t have the resources to gain these critical ROI insights. Even for marketing teams with business impact reporting, execution can be time consuming and costly, requiring manual, complex process and expert resources – such as pulling data from disparate / siloed systems, cobbling together reports in excel and powerpoint, or relying on analysts. As a result, marketing teams are far less productive and without immediate ROI insights, marketers don’t have insights they need – then they need them – such as making informed decisions to optimize spend or proving impact to senior leadership. Whether you’re asked for ROI insights for a QBR or defending your budget, you can’t afford to not have immediate data-driven, insights when business needs change by the second. You need an easier and intuitive way to get performance insights quickly and better understand channel and campaign influence on pipeline and revenue. If you could do that, you could Improve productivity Make more informed, quicker decisions Prove your impact So, what’s the solution?
- We all know it’s hard work to build your strategy, grow pipeline, and drive revenue, so understanding ROI across your marketing channels and campaigns is a top priority. However, tying your marketing activities to meaningful business results continues to be a huge challenge. In fact, 77% of global B2B marketing decision makers say their top marketing concern is the lack of ability to measure results. (Forrester, Global Technographics Marketing Survey 2017) Many marketing teams simply don’t have the resources to gain these critical ROI insights. Even for marketing teams with business impact reporting, execution can be time consuming and costly, requiring manual, complex process and expert resources – such as pulling data from disparate / siloed systems, cobbling together reports in excel and powerpoint, or relying on analysts. As a result, marketing teams are far less productive and without immediate ROI insights, marketers don’t have insights they need – then they need them – such as making informed decisions to optimize spend or proving impact to senior leadership. Whether you’re asked for ROI insights for a QBR or defending your budget, you can’t afford to not have immediate data-driven, insights when business needs change by the second. You need an easier and intuitive way to get performance insights quickly and better understand channel and campaign influence on pipeline and revenue. If you could do that, you could Improve productivity Make more informed, quicker decisions Prove your impact So, what’s the solution?
- The solution is Marketo Performance Insights. MPI is a visual dashboard to help you explore essential performance insights to make smarter decisions and prove impact on the business – right at your fingertips. The intuitive and easy to use dashboard replaces complex, manual processes with all of your marketing strategies, one-click filters and ready-made charts and graphs, all in one place. So whether you’re preparing for a QBR or defending your marketing budget, every marketer on your team can uncover insights and share results in moments that matter the most.
- How does MPI work? MPI offers immediate insights without complex or manual processes. The dashboard helps you demonstrate the success of Marketo campaigns with essential performance insights from top-of-funnel metrics, like engagement and acquisition, down to pipeline and revenue, all at your fingertips. Easily explore how campaigns and channels are engaging customers and driving business results that combines ease of use with powerful sophistication. The pre-configured dashboard has flexible filters and settings, and is purpose-built for marketers, not data scientists. MPI helps your team be more productive – so they can get critical business questions answered quickly without pulling from data from siloed systems, cobbling together reports, or relying on analysts.
- Business moves fast and every minute counts to stay competitive, so marketers need to be able to make decisions quickly, but confidently. Easily understand marketing impact of your channels and campaigns in order to optimize and reallocate spend to make your budget count. MPI helps you answer critical business questions through the lens that matters to you most, such as [feel free to customize based on discovery – provide one example in Engagement, Pipeline, and Revenue impact]: Which channel is bringing the most new names in the B2B segment this quarter? How much revenue did my ABM programs generate last year? How is my new cross-channel campaign doing, one month in? Are we engaging audiences? Slice and dice data through different lens with flexible, one-click filters. Easily see what’s working and what’s not with visual graphs and charts. View your top performing channels then drill into campaigns at a glance. Go beyond numbers and uncover long term trends to spot winning strategies or key issues. MPI can guide your team planning meetings - to uncover successes and areas for improvement. Day to day, your marketing team can quickly evaluate strategy and make informed decisions to replicate successful strategies or address underperforming campaigns.
- Finally, prove marketing’s impact to the executive team. Whether your preparing for a QBR or defending budget, MPI makes it easy to showcase your team’s success or answer ad-hoc questions about performance – when it matters the most. Export executive-friendly reports to Powerpoint with just one click. Colorful, visual charts and graphs are pre-formatted, just as you see it in MPI. Or conduct further analysis by download the full dataset into Excel. You can also save frequently used reports for on-demand access at a later time.
- MPI makes it easier for all marketers to do business impact reporting. Compared to some analytics solutions, MPI is Intuitive - Purpose-built to make marketers successful – with a combination of ease of use but flexibility to get essential insights. You Inclusive - To help you understand your impact across your marketing strategies holistically with actionable metrics (not just vanity metrics), from ABM to multi-channel campaigns to verticals or regions, in one place. There’s no need to jump around siloed systems or filter through datasets Integrated – MPI pulls in data across your engagement platform so you can get started on business impact reporting more quickly, so you don’t need to invest in complex system integrations that slow you down
- MPI makes it easier for all marketers to do business impact reporting. Compared to some analytics solutions, MPI is Intuitive - Purpose-built to make marketers successful – with a combination of ease of use but flexibility to get essential insights. You Inclusive - To help you understand your impact across your marketing strategies holistically with actionable metrics (not just vanity metrics), from ABM to multi-channel campaigns to verticals or regions, in one place. There’s no need to jump around siloed systems or filter through datasets Integrated – MPI pulls in data across your engagement platform so you can get started on business impact reporting more quickly, so you don’t need to invest in complex system integrations that slow you down
- MPI makes it easier for all marketers to do business impact reporting. Compared to some analytics solutions, MPI is Intuitive - Purpose-built to make marketers successful – with a combination of ease of use but flexibility to get essential insights. You Inclusive - To help you understand your impact across your marketing strategies holistically with actionable metrics (not just vanity metrics), from ABM to multi-channel campaigns to verticals or regions, in one place. There’s no need to jump around siloed systems or filter through datasets Integrated – MPI pulls in data across your engagement platform so you can get started on business impact reporting more quickly, so you don’t need to invest in complex system integrations that slow you down
- MPI makes it easier for all marketers to do business impact reporting. Compared to some analytics solutions, MPI is Intuitive - Purpose-built to make marketers successful – with a combination of ease of use but flexibility to get essential insights. You Inclusive - To help you understand your impact across your marketing strategies holistically with actionable metrics (not just vanity metrics), from ABM to multi-channel campaigns to verticals or regions, in one place. There’s no need to jump around siloed systems or filter through datasets Integrated – MPI pulls in data across your engagement platform so you can get started on business impact reporting more quickly, so you don’t need to invest in complex system integrations that slow you down
- MPI makes it easier for all marketers to do business impact reporting. Compared to some analytics solutions, MPI is Intuitive - Purpose-built to make marketers successful – with a combination of ease of use but flexibility to get essential insights. You Inclusive - To help you understand your impact across your marketing strategies holistically with actionable metrics (not just vanity metrics), from ABM to multi-channel campaigns to verticals or regions, in one place. There’s no need to jump around siloed systems or filter through datasets Integrated – MPI pulls in data across your engagement platform so you can get started on business impact reporting more quickly, so you don’t need to invest in complex system integrations that slow you down
- MPI makes it easier for all marketers to do business impact reporting. Compared to some analytics solutions, MPI is Intuitive - Purpose-built to make marketers successful – with a combination of ease of use but flexibility to get essential insights. You Inclusive - To help you understand your impact across your marketing strategies holistically with actionable metrics (not just vanity metrics), from ABM to multi-channel campaigns to verticals or regions, in one place. There’s no need to jump around siloed systems or filter through datasets Integrated – MPI pulls in data across your engagement platform so you can get started on business impact reporting more quickly, so you don’t need to invest in complex system integrations that slow you down
- MPI makes it easier for all marketers to do business impact reporting. Compared to some analytics solutions, MPI is Intuitive - Purpose-built to make marketers successful – with a combination of ease of use but flexibility to get essential insights. You Inclusive - To help you understand your impact across your marketing strategies holistically with actionable metrics (not just vanity metrics), from ABM to multi-channel campaigns to verticals or regions, in one place. There’s no need to jump around siloed systems or filter through datasets Integrated – MPI pulls in data across your engagement platform so you can get started on business impact reporting more quickly, so you don’t need to invest in complex system integrations that slow you down